As Casper flourished through 2014 and early 2015, I learned, it enjoyed a mutually beneficial relationship with Sleepopolis and similar sites. For many bloggers, in fact, Casper was among the first mattress companies to offer affiliate commissions, leading its competitors to respond in turn. The reviews sites were key parts of what marketers call the “purchase funnel,” converting a vague interest in mattresses into awareness of a specific brand, and often the decision to buy it. Many consumers were Googling terms like “best mattress,” landing on sites like Sleepopolis, and learning about e-tailers like Casper for the first time.

Indeed, one would never have predicted looming lawsuits from a friendly 2015 email exchange, in which Casper CEO Philip Krim attempted to court an affiliate marketer named Jack Mitcham, who ran a Sleepopolis-like site called Mattress Nerd.

In January 2015, Krim wrote Mitcham that while he supported objective reviews, “it pains us to see you (or anyone) recommend a competitor over us.”

Krim went on: “As you know, we are much bigger than our newly formed competitors. I am confident we can offer you a much bigger commercial relationship because of that. How would you ideally want to structure the affiliate relationship? And also, what can we do to help to grow your business?”

I was just thinking the other day about how these companies like Casper formed to undercut the price gouging mattress stores and now, with millions of VC dollars behind them, they’re pulling their own brand of underhanded tricks to manipulate people into buying their products. In five years, Casper will probably have dozens of retail stores and 10 different kinds of mattress at different price points — they already have more than a dozen stores and 3 models ranging from $600 to $1850 — just like the companies they are trying to replace. Their origin story won’t matter…VC-fueled marketing will paper over all of that and, tada, meet the new boss, same as the old boss.